As the account team gears up for an exciting presentation focused on media training, this article showed how not responding to a press inquiry — especially a high profile one — can craft the most detrimental story of all.
Santelli and CNBC broke one of the cardinal rules of Michael Sitrick, author of “Spin: How to Turn the Power of the Press to Your Advantage”: Always respond, and respond fully, to a press inquiry, no matter how off base.
When you turn down an invitation from a high-profile satirist like Jon Stewart, you know you are going to take your lumps really badly, far worse than anything he could possibly say if you were sitting across from him.
This was a wrong move and as a result, even this article was written. We can’t stress enough when dealing with the media address them honestly and in a timely fashion. They are writing the story with or without you, or in this case, including you in a segment whether you attend the taping or not.